Expert confirms why One Direction was the last British boyband to succeed-Emily Bashforth-Entertainment – Metro

One Direction was the last great British boyband – but why? (Picture: Wireimage)

With more than 70,000,000 record sales under their belt, a multi-million-dollar grossing movie, and five sell-out global tours, it wouldn’t be hyperbolic to class One Direction as the boyband of a generation.

From 2010 until 2015, Harry Styles, Niall Horan, Zayn Malik, Louis Tomlinson, and Liam Payne had the music industry wrapped around their little fingers. If 1D said ‘jump’, millions of fans would ask ‘how high?’

Jetting across countries, promoting albums, performing on prestigious stages, and the ability to send teenage girls into a frenzy with a singular Instagram post was all the fivesome knew throughout their formative years, before [insert pun about different directions here] disbanding for an indefinite hiatus.

In the wake of 1D’s split and as their solo endeavours see them soar to stratospheric heights, it begs the question: where did all the boybands go?

Gone are the days of Boyz II Men, *NSYNC, and 5ive – Take That and Westlife are ‘man bands’ now, and K-pop stars BTS and EXO are far too big for the ‘boyband’ label, having become their an entity of their own.

Since 2010, fellow boybands have been trying to break through in a crowded industry. Alas, The Vamps, Rixton, and Lawson, to name just three, never reached 1D mania status.

One Direction were formed on the X Factor in 2010 by Simon Cowell and co. (Picture: Shutterstock / Tinseltown)

So, taking charge once more after forming One Direction on The X Factor 14 years ago, Simon Cowell is on the hunt for the next big band, hoping to catapult a group of wannabes to mega-stardom.

But… will it work? Metro.co.uk spoke to an expert, who analysed the careers of boybands from years gone by and confirmed what many of us suspected – no others will emulate what One Direction achieved.

PR expert Natalie Trice, who often looks at trends within the celebrity world, has long pondered why bands from JLS to The Wanted never quite broke through.

Firstly, she puts it down to timing and market saturation. Quite simply, the world hasn’t needed another boyband.

‘When One Direction emerged, the market was ripe for a new boy band phenomenon, but subsequent bands entered a saturated market with high competition and that was bound to make an impact,’ she explains, noting that Cowell has returned to capitalise off that gap in the market a second time.

‘One Direction had a unique charm and relatable personalities that resonated widely, and there is no doubt that their branding and media presence was exceptionally managed, creating a strong, loyal fanbase that followed them through their band life and solo careers.

‘Simon Cowell’s influence, insight, ambition, and strategic media exposure played a significant role and the mania, much like the Beatles and New Kids On The Block, doesn’t happen often.

JLS were huge in the UK – but they never managed to become as globally huge as 1D (Picture: Redferns)

‘His experience and network provided 1D with unparalleled opportunities. Simone and his team are a media and marketing powerhouse and 1D’s strategy, from social media engagement to public appearances and press interviews, was robust and created a visibility and hype that others struggled to match.’

Trice adds that One Direction’s large fanbase created a cultural shift, as the pop stars held influence over youngsters in a way that hadn’t been seen since Sir Paul McCartney and co. in the 1960s.

Consequently, with millions of music lovers having already found a fixation after craving a boyband presence in their lives for so long, they weren’t going to turn their heads quickly.

Basically, One Direction overshadowed any other emerging band, whether it be Union J after they placed fourth on The X Factor, or Lawson, whose debut album peaked at number three in 2012.

That’s not to say the aforementioned bands didn’t do well. The Vamps debuted at number one and were the first group to headline London’s O2 Arena for five consecutive years. Lawson also had seven top 20 hit singles, JLS won a Brit Award, and 5 Seconds of Summer have flogged over two million concert tickets.

But when it comes to not only global notability but longevity, no boybanders have managed to keep a fanbase hooked to allow their careers to stand the test of time.

Trice isn’t writing off Cowell’s search for another glittering boyband altogether, though, as she notes it wasn’t just the timing of 1D’s lives that allowed them to forge successful careers, but also their manager’s.

‘Obviously, he has a lot of money, staff, and resources, but I wonder if, maybe, now Cowell’s young son is growing up, he’s at a stage where he can invest the time, energy, and money into a new boyband campaign for the long-term?’

The Vamps enjoyed sizeable success, debuting at number one and becoming the first group to headline London’s O2 Arena in five consecutive years (Picture: WireImage)

So, what does the next big boyband need? Well, if they want to replicate the careers of their What Makes You Beautiful predecessors, they’ve got a hard task on their hands.

‘Let’s face it, the world has drastically changed since we first Harry and his pals on TV, and therefore the approach Cowell takes with a new band is going to have to change,’ explains Trice.

‘Yes, the music needs to be good – exceptional, in fact – but it’s the packaging that comes with the sound that is needed.’

She adds that the next bands must ‘present an authentic and relatable image,’ which is arguably what allowed One Direction to reach icon status – they were five normal lads from working-class backgrounds, fresh out of school, and not an ego in sight.

Neither Harry, Niall, Zayn, Louis, or Liam had expectations about what could come. Their stardom was totally unprecedented, even for those who did live through Beatlemania.

Therefore, if the next big band wants to remain well-liked, they’ll have to enter into things with the naivety and innocence we love to invest in with up-and-coming musicians. Give us humble, give us ‘I can’t believe this is happening to me.’

Trica adds that bands should ‘connect personally with fans through genuine interactions and social media presence,’ ensuring their members are ‘relatable’ so fans can identify with them, rather than coming across as overly manufactured. Think, ‘boy next door’ vibes.

‘There really needs to be some diversity in the new lineup and maybe some research and profiling into what people want now,’ Trice says. ‘Is there still a place for squeaky clean, fresh-faced young adults who look perfect?’

She also encourages them to ’embrace platforms like TikTok, Instagram, and YouTube to create viral content and maintain constant engagement with their audience’, stressing this is a ‘crucial’ and ‘innovative’ lead to spotting trends and staying on top of youth culture.

‘There will be, of course, a management team with a proven track record and industry connections that can provide the necessary guidance and opportunities for the lucky kids who make it into the next Cowell success story.

‘But, whether he can replicate or even surpass the success achieved by One Direction, I don’t know. I will be interested to see how this plays out.’

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